Chapter 1 — Meet Luna Bowl
Meet a small bistro with good food, a friendly team and a familiar problem: not enough people are coming in. The instinctive answer is “more marketing”.
Foundation course
What Marketing Actually Does
See marketing through the eyes of a small business owner.
Follow Luna Bowl, a small bistro with limited reach and resources, as it works out what people around it really need, where its realistic business opportunity lies and how to shape its offer to make the most of it.
7 chaptersCourse CompanionEnglish40 USD + applicable tax
Course chapter
Course Companion
What you will learn
See how customer needs, reasons to choose, brand memory, creating and capturing demand, priorities and the business’s ability to deliver on its promise fit together before you choose marketing activities.
Instead of starting with “we need more marketing”, the course shows a sequence of thinking that helps a small business determine what marketing actually needs to do.
How the course works
First, follow the Luna Bowl story.
Seven chapters follow Luna Bowl as the team works through the problem step by step and sees how new information changes the way the situation is understood.
The journey through the chapters
Chapter 2 — Advertising Is Not Marketing
Luna Bowl discovers that creating attention is not the same as giving people a reason to choose.
Chapter 3 — The Customer’s World
Move from how the business describes its product to the situation the customer is actually in.
Chapter 4 — The Reasons to Choose
See how a better understanding of the customer leads to clearer reasons to choose and starts to guide practical decisions.
Chapter 5 — Brand Lives in Memory
Separate the logo from the broader job of the brand and consider what people should remember and expect.
Chapter 6 — Creating and Capturing Demand
Explore the difference between building memory before a need becomes active and being easy to find and choose when the customer starts looking.
Chapter 7 — Focus, Delivery and the Real Job of Marketing
Bring the pieces together, make choices about priorities and connect the marketing promise with what the business actually delivers.
Then use the Course Companion
The course introduces marketing.
The Course Companion explains the job of marketing.
The Companion does not retell Luna Bowl.
It takes the questions raised in the story and explains why they matter: what a marketing activity is supposed to achieve, why the customer’s situation comes first, how reasons to choose develop, what brand memory does, how demand is created and captured, and why delivery has to support the promise.
It helps you ask the same questions in other businesses and situations.
What you receive
7 chapter PDFs + Course Companion + Read Me First
The course uses a visual, slide-style PDF format designed primarily for laptop, desktop or tablet. Mobile reading is also possible.
7 chaptersThe main story-led course.
Course CompanionThe reasoning, explained for reuse.
PDF formatDesigned for laptop, desktop or tablet.
Try Chapter 1 first
See how the course actually works before you buy it.
Chapter 1 is the actual opening of the course. It introduces Luna Bowl and the first part of the problem.
It also lets you experience the course’s visual style, language and way of explaining ideas.
You do not need to enter an email address to download it.
Purchase the course
40 USD + applicable tax
Continue to Gumroad. The final amount, including any applicable tax, is shown before payment.